Some unc perspective: I paid ~$6,000 in inflation-adjusted dollars for a computer in 1996. Today, I can get the same power in a $6 single board computer. A powerful modern mini PC starts at ~$600.
However painful these price hikes are, and they are painful, it is worth remembering that computing has become incredibly ubiquitous and cheap.
mysterydip 42 minutes ago [-]
The computing power available today is such a double-edged sword. We can do so much more so much faster, but then we (including myself in this) waste so many cycles on abstractions and frameworks and layers of libraries to make our development jobs easier.
The tradeoff isn’t dev job easy vs better performance. The abstractions allow devs to build faster or work on things users care about instead of unobservably better performance.
alex7o 22 minutes ago [-]
The problem Is when the performance problems becomes observable. Only after a specific scenario like low power mode for example
AceJohnny2 30 minutes ago [-]
> instead of unobservably better performance
That's... quite the choice of words there
vlan0 21 minutes ago [-]
Which is such a capitalist lens to look at things through. Optimizing for a very small window of reality.
It's the same sort of optimization that drives behaviors where corporations feel no need to contribute to open-source projects. The same projects that enabled those very corporations to exist.
jurgenburgen 7 minutes ago [-]
Sometimes abstractions make performance better too. We can’t all be experts of everything so using a well-optimized library is a boon.
iririririr 2 minutes ago [-]
not even that. you spend most cycles on thing you 1. don't want, 2. don't benefit from, 3. don't even know about.
your phone doesn't even need mention (whatsapp request the full contact list from the OS every minute. nobody knows that. google play service usea your phone as a WiFi scanner etc)
your browser churn proof of work every site you visit. cloudflare now probably waste more power than btc (and they don't save your site from bota, only set the bar at bots-willing-to-pay-to-run-canvas-fingerprints or something)
betaby 23 minutes ago [-]
"What Andy Giveth, Bill Taketh Away"
oceanyblues 4 minutes ago [-]
Ordinary people do not buy devices for their computing power, they buy them for their utility. People will look at this and see only a device that delivers the exact same utility as before, but now with higher cost.
SoftTalker 46 minutes ago [-]
I'm still using ~10 year old PCs at both work and home. Running linux, still doing fine.
dominicrose 16 minutes ago [-]
Compared to current computers, the ones from 10 years ago are not that different, especially with all the software updates, unless you want an edgy graphics card or Apple processor. In terms of durability I guess the battery is the less durable part but the rest should be fine if handled with care
hamburglar 40 minutes ago [-]
Same. And my current daily driver laptop cost me $400 9 years ago. You can still do a lot for incredibly cheap.
LeFantome 22 minutes ago [-]
I bought a 2013 MacBook Air for $50 two years ago to take on a backpacking trip. It runs Linux and I use it all the time. I had a video meeting on it this morning.
You run OpenCode with Big Pickle on it with decent performance. So you can even vibe code on it for free.
nosioptar 42 minutes ago [-]
My 2012 thinkpad still works well.
I've got access to a couple newer laptops, but they just dont stack up to the old one.
breezeTrowel 12 minutes ago [-]
1996 was 30 years ago. What about comparing prices from 3 years ago? 2023 vs 2026.
paxys 25 minutes ago [-]
You may have equivalent power on that $6 computer but can you run the same applications?
jacobgold 14 minutes ago [-]
In my case, yes, because I used to be a Linux user. I still am, but I used to be too.
Linux with X11 runs on SBCs like the Raspberry Pi Zero, Orange Pi, etc and outputs to a monitor over HDMI.
snootypoot 37 minutes ago [-]
its worth noting that you were much less restricted with this 6k computer in 1996. today we are paying ever more for walled gardens that will eventually become nothing more than a portal to cloud services. we are not returning to a previous position, we are moving to a world where everything will be a thin client.
cyberlurker 27 minutes ago [-]
True but you can also buy a RPI or other cheap computer and do literally whatever you want with it. Those walled gardens and portals serve a purpose for many users who don’t care about being restricted for the benefits that come with it.
bellowsgulch 8 minutes ago [-]
And software is now so cheap, or free, that it's incredibly difficult to even start and maintain a single-member LLC software business.
greenleafone7 33 minutes ago [-]
I agree. But also back then you could buy a house and support a family with one salary as a trash truck driver. Today we spend years investing in masters and PhD-s to still live with roommates and consider buying food a luxury. Especially after the COVID hikes.
So even though chasing trends and always 'needing to buy' whatever new model Apple pumps out is idiotic, let's also not shill for big corporations.
Brendinooo 28 minutes ago [-]
>we...consider buying food a luxury
We shouldn't! (Well, Americans shouldn't, anyways.) Americans used to spend almost a quarter of our disposable income on food, now it's more like an eighth.
I come from th blue collar world of the central valley California. Every mechanic, car salesman, construction manager if not worker, owns their own home and has two kids. It's interesting how 60 miles east is a whole new world where you need a crazy fancy job to buy a home.
azan_ 21 minutes ago [-]
> I agree. But also back then you could buy a house and support a family with one salary as a trash truck driver. Today we spend years investing in masters and PhD-s to still live with roommates and consider buying food a luxury. Especially after the COVID hikes.
Are you sure you are not comparing top 10% back in time vs median worker now? Because people make much, much more nowadays in real terms across all deciles.
spdionis 32 minutes ago [-]
I mean truck drivers make much more money than you'd think.
silverquiet 25 minutes ago [-]
How much do they make?
throwawaytea 10 minutes ago [-]
There's many types. I sold Audi/Porsche and every now and then I'd sell a fancy car to a FedEx driver type that does long haul runs to other states (with a team driver next to him), and he'd be making $150k a year+. Not bad for 4 days a week work, and ability to live in a slightly lower cost area.
Truck drivers making $80k a year and home most nights is pretty common.
spdionis 10 minutes ago [-]
Often a mid level engineer salary at least.
AIorNot 25 minutes ago [-]
Well Conversely, in 1996 you, your spouse, your kids, didnt need a pc to live your lives - having a pc or mac was something of a luxury
Today smartphones, laptops and the internet are the base currency of the digital world - theres a reason Apple is so wealthy
kylec 40 minutes ago [-]
And yet in some ways, modern computers feel slower than those from decades ago. Software today is so, so much less efficient than it was back then.
russfink 33 minutes ago [-]
Until recently, it was always cheaper to forego software architecture optimizations and rely on faster hardware, but now with AI I think this changes that calculus.
Great article. This is the kind of web design that I like.
epolanski 28 minutes ago [-]
The expectation was never that it would go back to being increasingly more expensive gen over gen especially at higher specs.
You could buy an m3-ultra with 512GBs of unified memory at around $ 14'000 3 years ago, and that's with the already insane nonsense Apple memory markup. As a reference, the same model with 96GB costed $ 3'999. 2'000, 3'000 $ more for the 512GB model? Okay... But 10?
Furthermore, you're lucky if you can get that 3 year old machine at 25'000 $, used! Let alone they haven't even provided a similar machine for two gens.
So essentially we're going both _backwards_ and more expensive, year after year, with zero signs of any reversion till the end of the decade.
Ffs, my colleagues brand new m2 had half the ram of my 2011 MBP. 12 years later!
This is absolute madness we have never seen.
pupppet 30 minutes ago [-]
Computers got cheap due to necessity. The necessity is still there and raising prices is a rug pull.
lastofthemojito 1 hours ago [-]
This feels like the car market during COVID.
In December Best Buy had a $1999 configuration of the M5 MacBook Pro on sale for $1749 and I scooped one up. Now that model is $2199. I suspect I could sell the computer I've been using for 6 months at a profit, which is just bizarre. But then of course it would cost a lot if I wanted to replace it.
mcv 44 minutes ago [-]
I just received my new MacBook yesterday. Today it's more than €700 more expensive than what I paid.
dgellow 42 minutes ago [-]
Yep, I had the exact same (but in euros), also a discounted m5 in December. I feel pretty lucky with that timing, not that it benefits me in any way but that feels like getting one of the last ticket for a concert
tempoponet 34 minutes ago [-]
I bought an irresponsible pile of homelab equipment in 24/25. Hard drives, SSD, memory, GPUs.
I feel bad for people locked out right now, since it's become more interesting and important than ever.
At the time it seemed wasteful, but I'm happy to report that I'm putting it all to use now.
websap 47 minutes ago [-]
Naaah, no way anyone buying that for profit
rogerrogerr 45 minutes ago [-]
Why not?
frankus 1 hours ago [-]
If you're in the US, Costco has certain models at the old price through Saturday (or while supplies last). Just pulled the trigger on a 24GB/1TB 13" MbA for $250 off the new price.
iammiles 32 minutes ago [-]
Appreciate the tip. Just ordered the 24GB/1TB M5 Pro at $50 below the old price point.
ChicagoDave 33 minutes ago [-]
I was literally ordering an M5 MacBook Pro tomorrow. The total is $900 more now. Might have to hold off and just live with my M4 Mini.
jghn 26 minutes ago [-]
I came very close to pulling the trigger on an M5 Air the other night to replace my venerable M1 Air. Wound up deciding I'd wait until M6. Doh!
honeycrispy 7 minutes ago [-]
I mean the writing was very clearly on the wall.
dwaite 19 minutes ago [-]
Third party retail may very well have not reflected the price increase yet. If not BTO, you could order today possibly for store pickup tomorrow.
SamuelAdams 13 minutes ago [-]
Check your local Costco, I snapped up a 512 GB model for 1197 last Saturday.
exe34 14 minutes ago [-]
I hate it when my time machine does that.
sleepybrett 20 minutes ago [-]
My niece graduated and is headed off to college in the fall and I picked her up a macbook as a graduation present, knew that apple's prices were still artificially low and a price hike was coming and ordered it the day before they announced that prices were going to go up.
This ram/storage ai datacenter bullshit is bullshit, we are going to spin up these massive datacenters and someone is going to invent a way out of the current thinking before half of them are even built.
What's the over/under on apple spinning up their own fabs for their own needs in the consumer market? It seems almost suicidal to not start trying to take on that part of their vertical.
dwaite 14 minutes ago [-]
> What's the over/under on apple spinning up their own fabs for their own needs in the consumer market?
Darn close to 0%. They generally go after multiple manufacturers for a part rather than trying to become a manufacturer themselves.
They are trying their decades-old playbook of funding creation of new factories. The problem is the manufacturers are already neck deep in trying to expand out capacity, and the demand/price increases likely weakens both of Apple's negotiating factors (guaranteed sales and a source of capital to build out the facility).
yegle 1 hours ago [-]
Oh the bright side they do offer $AAPL with a 5% discount today.
draginol 42 minutes ago [-]
So this is probably not good news for the MacBook Ultra with 512GB of RAM rumors being..affordable.
What's worse is that this is probably going to get worse. My angel investment group is getting inundated with pitches that amount to building an RX-6000 with 96GB of RAM and installing a local model to do "thing X".
So even if the OpenAI's of the world stop trying to use up all the RAM, you're going to have thousands of start-ups pushing local models.
zackmorris 4 minutes ago [-]
Catering to the top of the k-shaped economy is indistinguishable from evil
ipsum2 39 seconds ago [-]
Apple has always done this.
khriss 1 hours ago [-]
I thought Apple usually locked in contracts with TSMC and Samsung for years in the future? They should be best positioned to weather this storm. If they are getting buffeted enough to raise prices by this much, things are going to be dire for smaller manufacturers.
Or, this could just be a convenient excuse to get even more margin.
y1n0 1 hours ago [-]
Apple has been weathering this for a while. Maybe it was bad timing with a contract rollover but they seem to have lost their primacy with TMSC.
I’m guessing they are doing their best to maintain margins. I don’t know what Apple’s cash chest has these days but it’s always been enormous.
But they don’t score points in the stock market by having cash on hand. They do get points for operating margin.
theturtletalks 57 minutes ago [-]
Even when the M5 Pro MacBook 16 released, they did raise the price $100 but upped the hard drive to 1TB. I really thought they would wait to raise prices until the next cycle but this is a bit alarming.
4 minutes ago [-]
ClarityJones 41 minutes ago [-]
If they never raise their prices, they can't drop them.
cromka 16 minutes ago [-]
Or it's just a bluff since their memory upgrade prices were actually some of the lowest compared to the rest of manufacturers.
layer8 48 minutes ago [-]
The longer you lock in contracts into the future, the more expensive they get. And Apple also doesn’t want to lock themselves into volume commitments for specific production lines and at certain prices that might not make sense anymore a year or two down the line. So even Apple has limits to how much long-term contracts make sense.
breezeTrowel 8 minutes ago [-]
I wonder if this is the real reason Tim Cook is resigning as CEO. He's a supply chain guy and semiconductor supply chains seem utterly borked right now.
dgellow 40 minutes ago [-]
Its a very, very long “storm”, at some point you have to re-adjust, even if it is very painful
Analemma_ 1 hours ago [-]
RAM prices started climbing more than 18 months ago. Apple’s contracts are long-term but not that long-term: they probably just expired. (If you assume a 3-year contract, 18 months is how long it would take on average for a specific market shock to hit you)
matthewfcarlson 48 minutes ago [-]
That's a double edged sword. Assuming it's an 18 month contract, even when ram prices do go back to "normal" it's a year and a half until Apple has savings to pass onto to customers.
ClarityJones 40 minutes ago [-]
Raising prices allows Apple to reduce demand, possibly creating some flexibility in the durations of the current contracts.
dofm 1 hours ago [-]
Right — if we can know how long ago the contracts were agreed we can predict how much more the price will have to rise, because 20% sounds like the beginning of the problem.
stouset 49 minutes ago [-]
Apple is notorious for their prices being extremely stable for a given SKU. If anything, this is Apple getting out ahead of where they expect memory prices to be long-term, so they can rip off the band-aid once and don’t have to do it again.
46 minutes ago [-]
1 hours ago [-]
akulbe 1 hours ago [-]
WOW. I'm glad I bought the beast yesterday.
The same spec machine I got yesterday is now $2800 more.
dgellow 38 minutes ago [-]
Wow, how much did you pay? $10k? That’s a beefy config
archvile 59 minutes ago [-]
Mac Studio?
I'm on an M2 Max and looks like I'll be holding onto this thing for a few more generations.
akulbe 45 minutes ago [-]
No, M5 Max MBP with all the options.
I wanted a Studio, but if I was going to get a Studio, I'd get something older because they crippled the current models.
I have an M2 Max, as well, and I wonder what I could get for it on resale... or maybe I should just keep it.
sneak 34 minutes ago [-]
Crippled how?
ojbyrne 18 minutes ago [-]
Only available with 1 memory config - 96 gb. They used to have 512 and 256.
efficax 49 minutes ago [-]
my M1 mac studio from 2022 is still going strong and i can't see a reason to replace it in the next few years anyway
drchiu 20 minutes ago [-]
My prediction is that the semiconductor price increases is going to cause a lot of demand destruction. The semiconductor companies revenues is not based on new products but rather on the fact that there is scarcity. Once that scarcity is removed then I suspect that we're going to have some reckoning happening across the industry.
Just bought a MacBook Air that I didn't need to hedge in case my current laptop breaks down. Won't be buying it at the higher price.
avgDev 1 hours ago [-]
Personal computing is in shambles right now. It has been for a bit. It was hard to buy video cards for a while, now other components are affected too.
toddmorey 1 hours ago [-]
Well, I think from the technology side, the performance and capacity you can get in a personal computer (especially a laptop) is absolutely incredible.
It's just component suppl and that supply is being eaten up and re-diverted to data centers. Prices and availability will be in poor shape. Though I am wondering if GPU compute and memory start to diverge enough that AI companies begin using such specialized chips they stop threatening consumer devices. Maybe that's just wishful thinking.
vlovich123 1 hours ago [-]
I think you have it backwards. Personal computing was a huge market driver in the 80s and 900 and 2000s.
In the 2010s this became less so with the ramp up of cloud computing, mobile computing, and death of Moore’s law. Now personal computing is a footnote that generally takes the left overs from mobile or server and will continue to get squeezed due to lack of meaningful market demand.
Prices must come down not because AIs switch to accelerators - they still need huge amounts of ram for inference* AND training - but because if RAM isn’t a pricing cartel then supply will increase.
* Technically there’s at least one company I know of burning models into ASICs but you still need the RAM to store the weights. SRAM is too power and heat heavy but RAM will only get a reprieve if Cerebras pans out and given OpenAI is the company that partnered with them and then cornered the DRAM market it suggests there’s challenges scaling that approach.
tverbeure 1 hours ago [-]
When fabs are full, you produce silicon with the highest margins.
paxys 21 minutes ago [-]
Personal computing was essentially dead when companies figured that renting hardware and software and charging monthly subscriptions was a lot more profitable.
Scroll_Swe 46 minutes ago [-]
My pre-built desktop PC is as cheap today as last year at the same store...
Dont get the panic. :)
ryzenn 9800x3d
32GB ram
9070xt
about 2k
sneak 34 minutes ago [-]
This is ridiculous. A used M1 MBAir is the best personal computing value ever offered in the history of the world.
nu11ptr 47 minutes ago [-]
Glad I bought a fully loaded MBP a few weeks back and not now. The price on my exact configuration just went up a whopping 29%!
pants2 39 minutes ago [-]
Yep, I knew this was coming and did the same. Can't believe my MBP is now an appreciating asset!
GeekyBear 19 minutes ago [-]
If you wanted to buy in the near term, Amazon is offering Prime Day discounts off of the old prices today.
> M5 MacBook Air - $949.00 (now $1,299.00 at Apple)
M5 MacBook Pro - $1,549.00 (now $1,999.00 at Apple)
I wonder if they will give more for trade-ins now or keep the old rate and just resell it at these higher prices.
bochoh 3 minutes ago [-]
I just checked this. I bought a secondhand 15" M4 Air last weekend and the trade-in value is still $630. So no, trade-in values didn't go up 20%.
35 minutes ago [-]
qingcharles 43 minutes ago [-]
My sweet summer child.
crest 55 minutes ago [-]
That's cute.
archontes 15 minutes ago [-]
Wild that they increased the ipad prices as well; the entire point of the ipad is that it's a handicapped tool to avoid cutting into macbook marketshare.
apetresc 11 minutes ago [-]
How does that contradict the price increase? iPads still have RAM, yeah? If anything, not increasing the prices on iPads would undermine Macbook marketshare, would it not?
jfrbfbreudh 1 hours ago [-]
The M5 Max 128GB RAM MBP I was eyeing went up by $1600. Thankfully Amazon and some other retailers haven’t updated their prices yet, so I immediately picked one up this morning.
yokoprime 45 minutes ago [-]
14 or 16 inch?
tra3 1 hours ago [-]
I've been dragging my feet on upgrading my M1 Air, guess now I'm just going to wait a bit longer. Truth be told, it's still sufficient for web dev but I figured at ~5 years old I should upgrade it..
paxys 19 minutes ago [-]
M5 Air is still incredibly cheap on Amazon and Best Buy ($950). This is perhaps the best deal you are ever going to get for a MacBook, because they are all going to raise prices.
powersurge360 57 minutes ago [-]
I had an M1 Pro MacBook and I agree with you about not needing a new computer. However, it seems like things are at best going to be the same if not worse over the next 5 years with AI prices. I went ahead and updated because although I’m still happy with my M1 Pro today, I am unsure how it will fair over the next 5 years.
akulbe 42 minutes ago [-]
That's why I updated, as well.
dofm 57 minutes ago [-]
I think it is fully likely that Apple will extend the life of the M1 in OS support terms because of this problem.
They don't have much choice but to phase out Intel support, but they absolutely can make the choice to extend support for anything they make themselves, and they may well judge that deciding not to abandon support for the more price-sensitive to tide them over is worth the extra engineering cost.
I personally will work on the assumption one more price rise is coming this year.
SoftTalker 55 minutes ago [-]
They can "make the choice" to continue Intel support also. It's not like they don't know what chips they used and have all the insider NDA info about them.
matthewfcarlson 45 minutes ago [-]
It's a pretty huge cost to support an entirely different set of hardware with different kernel extensions and an entirely different build (x86 instead of arm64e). Could apple choose to do that? Absolutely. But the cost of supporting an M1 is very different than the cost of supporting Intel.
dofm 37 minutes ago [-]
Yeah. I also meant that this is an inflexion point with Apple Intelligence at the OS level.
I suspect you cannot simply sprinkle AI functionality through an OS and manage the difference between unified and non-unified VRAM without noticeable tradeoffs.
The marginal impact of adding some tiny amount of foundational model use to an existing app function is very different between the two.
More so if you want to augment some existing functionality with model use, more so still if you were going to replace some functionality with model use (which I suspect is not yet happening).
You could do it if you were not concerned about surfacing the RAM/VRAM implications to the user through seemingly arbitrary clashes (worse graphics performance or not being able to use the GPU to process some video because you have the larger foundation model loaded, or an AI function refusing to run because another task has booked a lot of VRAM).
But Apple tend to be concerned about surfacing that sort of internal concept. Going forward with Apple Silicon alone means a bunch of questions like that simply don't come up.
SoftTalker 4 minutes ago [-]
I wasn't implying that new releases of the OS and new software that depends on new hardware would be made to work on the old hardware. I interpreted "extend support for anything they make themselves" to mean keeping it updated with bug/security fixes and generally usable as it was when it was purchased. I don't find the fact that they made it themselves vs purchased it from Intel to be a big factor in that decision.
39 minutes ago [-]
Bud 13 minutes ago [-]
[dead]
tensor 46 minutes ago [-]
My M1 Max is still great. I was considering upgrading before prices went up but decided to just wait. I will admit though, a tiny voice in my head is telling me prices will never come back down, even if the ram shortage goes away. :-(
gyomu 60 minutes ago [-]
I have a 8GB M1 that still worked great, until macOS 26 severely degraded its performance. Thankfully the macOS 27 beta somewhat improved things (although Xcode is more of a slog than it used to be).
I’d like to not upgrade until they offer OLED on the Air (I use it solely as a travel machine), but I might be waiting for a while…
jurmous 59 minutes ago [-]
You can also buy something now that not all shops have adjusted to the new pricing.
dofm 56 minutes ago [-]
Though this window is very short. Apple don't leave much in retail channels.
stodor89 1 hours ago [-]
Pfft. It's been 6 years, they just introduced a shittier version, and it's a smash hit. Most ahead-of-its-time computer ever made.
archvile 56 minutes ago [-]
[dead]
paxys 27 minutes ago [-]
FYI - other retailers still have the old prices. Some even have discounts. The cheapest MacBook Air is now $1300 on Apple and $950 on Amazon and Best Buy. I imagine this will change soon, so grab them while you can.
NichoPaolucci 22 minutes ago [-]
I bought an M4 Air about a year ago for under 1000$, it beat out my 2019 Intel MBP by quite a lot.
I fully expect the air to last me at least another 6 years or so for my use case. The thing is a beast.
Compare this to a Dell laptop I bought when I started college, that thing was 850 dollars and died on me within 3 years. For Apple, I could justify spending more (maybe even 20% more) considering both Apple computers I’ve had feel extremely fast. The only reason I dropped the 2019 MBP was battery fatigue (and I probably could have repaired it for 100$ and gotten another 3-4 years out of it. But the new air was just too attractive).
asveikau 22 minutes ago [-]
With all the inflation going on and the AI boom affecting things like memory prices, I was surprised that eg. MacBook neo was priced where it was.
int32_64 29 minutes ago [-]
Does somebody have a price increase by currency table? A lot of losers vs. USD since apple last set their prices.
jdiff 1 hours ago [-]
Man, if there was anyone that could weather the storm with their thick memory margins (at least on upgrades), it should have been Apple.
Telemakhos 1 hours ago [-]
Alternatively, they're launching improved products soon (like the rumored touch-screen OLED MacBook), and they want to raise prices now to (a) discourage people from buying last-gen tech ahead of increased prices for next-gen tech, and (b) give the new prices enough time to simmer in the consumer consciousness before launching the next-gen tech, to dull the shock of the price increase for next-gen tech.
FireBeyond 5 minutes ago [-]
That's absolutely unlikely. "We don't want you to buy our products right now, so we're raising the prices"?
I owned a cheesegrater 2019 Mac Pro. Up until the introduction of the Apple Silicon Mac Pro (which I was eagerly watching for because in my upstairs office where I had not got to redoing the insulation after buying my home, the thermal output of the Xeon and everything in it were excessive), in June 2023, Apple had not changed the prices of anything - you would still pay 2019 prices for a 2019 processor, 2019 prices for memory ($3,000 for 160GB of socketed RAM), 2019 prices for SSD and video.
(b)? I'll give you that, so it's not "new models launch with a price hike", it's "new models launch at comparable prices (to the old models which just got a price hike".
jerlam 39 minutes ago [-]
Also, Apple probably wants the increases to happen while Cook is still CEO, rather than having new CEO Ternus announce the bad news.
petercooper 45 minutes ago [-]
(I know this is not how business works, but..) I worked out if they ate a $200 per Mac bump themselves, their reserves would run out in 58 years at current sales rates :-D
More realistically, though, I'm surprised they didn't eat it up until new releases when they often increase prices. All the current models will be gone in a year and they'd probably barely notice that. Perhaps they've been eating it up for the past year or two and push came to shove.
dfunckt 15 minutes ago [-]
> I'm surprised they didn't eat it up until new releases when they often increase prices.
There may be an element here where announcing new hardware at a 30% higher price would largely make the latter the focus point, so instead they chose to take the hit of the price hikes separately.
toddmorey 1 hours ago [-]
I think the AI companies are so motivated (desperate) it just puts all the existing rules and contracts at risk. The Apple supply chain has always had aggressive contracts and commitments... for normal times.
bel8 42 minutes ago [-]
why would they cut their fat margins when customers line up to buy their products anyway?
cyanydeez 1 hours ago [-]
capitalism needs its profits.
also, apple is a luxury brand first and foremost.
kingleopold 1 hours ago [-]
"luxury brand" that offers best base models for bucks than any other windows machine is my favorite luxury. if you compare same $$ priced macbook air to windows laptops, speed and long term reliability difference is few times big.
spwa4 1 hours ago [-]
Indeed. Although it's investment that's the problem here, not profit.
whatever1 1 hours ago [-]
Utter planning failure. At the same time they have a quarter trillion in cash sitting.
spandrew 1 hours ago [-]
Why would they give away a trillion dollars when their goal is to make a trillion more?
whatever1 56 minutes ago [-]
I did not suggest to burn it. They could have bought years ago a ram fab and ensure their supply will not dry up.
Now their sales will go down as a result of the failed planning. But more importantly lost once in a lifetime opportunity to corner the entire personal computer market
baal80spam 1 hours ago [-]
If they could, they would.
rtkwe 23 minutes ago [-]
They definitely /could/ it's a question of do they need to. I think they'd just rather maintain their margins rather than eat the cost increase for an unknown amount of time for a potentially minor difference in sales. There's not much you /can't/ do when you're sitting on the amount of cash Apple is.
post_break 56 minutes ago [-]
The increase to the old Apple TV or Homepod is egregious.
claudiacsf 1 hours ago [-]
So this is how Apple makes up for the margins on the Neos.
dweekly 1 hours ago [-]
Mac Studio M3 Ultra: $5299 (+$1300)
Oof. That and October delivery. I wonder if the intent here is basically just to signal to the market where the M5 Ultra Studio is going to start.
DocTomoe 1 hours ago [-]
Has Apple ever lowered the price of a product line?
This is just the new normal.
dwaite 3 minutes ago [-]
Sure, quite often. They usually have a price target in mind, but their costs and margins mean they can't always hit it.
What's rare is that this is a price adjustment on existing shipping models, without a corresponding new model. I remember them doing price drops with a few Intel Macs in 2023, but otherwise the only example that comes to mind is the original iPhone.
hiddendoom45 54 minutes ago [-]
They did increase the base Ram for mac configurations in late 2024 from 8GB to 16GB.
While it wasn't a strict price decrease it was an improvement to the base model. The 24GB m3 air I bought a few months earlier would've been cheaper due to that if I held off for a few more months. Now w/ the price hikes the price I paid is now cheaper than buying a 24GB m5 air.
mortenjorck 18 minutes ago [-]
While these new Mac prices are probably here to stay, the upside is that once the AI market saturates and RAM prices fall, future Macs will likely get a significant memory boost at all price tiers.
A base-config 2028 MBP could be running local LLMs at a level unthinkable today.
topgrain2 60 minutes ago [-]
Yeah, they did it quite a bit in the 20-teens. Wasn't uncommon to see an event where they finished announcing an upgraded model of something, then had a slide where the current price fell away to reveal one $100-$150 lower.
busymichael 1 hours ago [-]
Still no 256GB or 512GB Studio models at any price. 96 is the max for any Studio configuration on apple.com right now.
dwaite 48 seconds ago [-]
I suspect this is because the next models are more imminent. Not imminent per se, but Apple doesn't want to be left holding the bag on most of a factory run of 512GB Studios.
Nano texture display option also got a price increase. Thankfully, AppleCare+ didn't.
simonw 49 minutes ago [-]
Hard to make a case that's related to increased RAM or SSD component prices.
hodder 1 hours ago [-]
Forgive me because I do not understand the supply chain for memory. With Micron et al effectively scalping their customers with an oligopoly on probably the lowest intellectual IP in the chain, does this not guarantee 10 years from now a) We are either overbuilt as hyperscalers cut capex, or b) hyperscalers vertically integrate. Or is it truly that hard to make memory?
And if that is not true, perhaps it isn't really a commodity at all.
Honestly Jassey, Zuck and Tim Apple are prob on the phone with Donnie. If oil companies are “gouging,” what is 85% margins on memory, threatening the whole bull run and raising compute, Killing AI, and raising iPhone/computer pricing? Countdown to DOJ antitrust case is ticking.
To be clear: I understand how markets work, Im just quoting Donald Trump's tweet from yesterday calling oil companies gouging, and I predict government intervention and polital pressures regardless of economic realities.
rnxrx 27 minutes ago [-]
It *is* hard to make memory, especially HBM (...which is what the AI market wants, and is what the manufacturers are focusing on) and bringing on new capacity takes years. There's the additional wrinkle that the manufacturers we have left are the ones who survived periods where the market was glutted with oversupply in the wake of previous shortages.
These decisions play out on the order of trillions of dollars and 3+ year horizons. They're also incredibly sensitive to other geopolitical issues (Taiwan, issues with Chinese tech capability vs export/import controls, etc).
There are a lot of valid discussions to be had about how we got to this state of oligopoly: Taiwan's consistent sponsorship of its semiconductor capabilities and the subsequent concentration of technology (expertise, capacity, etc), the lack of investment/support (and ceding of technical leadership) in Western countries, the various rivalries with China and the implications of it becoming a first-class producer of semiconductors at scale, etc. None of those discussions and none of their potential outcomes can substantively change that we're going to continue in this situation (massive price increases, spotty availability, etc) for at least the next 18-24 months.
arpinum 43 minutes ago [-]
Building a new memory fab takes 3-4 years, extremely capital intensive. Micron is spending $25B+ on Capex and more than half of that is for new memory capacity, a 3x increase over 2 years.
It is a very risky business, overestimate demand by too much and you go bankrupt. And yes, it is hard, especially HBM. Fabs are scaling up, but it is hard to estimate demand in 2029, and it may be better to not overshoot.
They also need to get in line to buy ASML EUV tooling, and ASML has to deal with scaling for their suppliers as well. There are tons of bottlenecks and complexities.
It is a commodity in that there are standards, not that there are many firms that can hit the standards.
This isn't gouging, this is bidding on fixed quantities and bidders having a high willingness to pay. Think of it like an auction.
gruez 54 minutes ago [-]
>If oil companies are “gouging,” what is 85% margins on memory, threatening the whole bull run and raising compute, Killing AI, and raising iPhone/computer pricing? Countdown to DOJ antitrust case is ticking
Antitrust =/= gouging. Jacking up prices during a shortage (eg. electric generators just before a hurricane) might be considered gouging, but it doesn't fall under antitrust. It's just supply and demand.
SoftTalker 44 minutes ago [-]
It's not exploitative either. It's just supply and demand.
hodder 43 minutes ago [-]
I agree man. I’m just quoting Donald.
HPsquared 1 hours ago [-]
It all depends on how much they're investing in increasing capacity.
The first Idaho project is starting soon: "Micron has already achieved key construction milestones on its first Idaho fab with DRAM output scheduled to begin in 2027."
Micron executives, who typically offer cautious projections about the boom-bust memory business, said on their earnings call that “tight conditions” will persist beyond 2027. Just three months ago, they had projected tight conditions going only beyond this year.
In an interview Wednesday night, Micron Chief Business Officer Sumit Sadana said the company couldn’t make investments during the memory market’s last downturn, when Micron’s gross profits went negative, in part because certain customers took advantage to pay rock-bottom prices.
“We told a couple of the customers who were being very aggressive with pricing at that time that this is not constructive,” he said, without naming Apple, adding that low prices discouraged capital investments. “A lot of the industry investments got shut down in 2023 because of really poor pricing and really poor margins.”
The iPhone-maker is well known for using its huge memory and storage purchases as leverage to secure the lowest prices, say analysts and former memory company executives.
panarky 23 minutes ago [-]
Good luck applying your US antitrust law against Samsung and SK Hynix which have 75% of the market.
Maybe instead of antitrust the US could go back to tariffs, the universal cure for high prices.
adolph 45 minutes ago [-]
As I understand it, the dynamics are similar to generic drugs where there is a large capital hurdle to new production facilities and a likelihood that prices will soon drop to a point that a new facility will lose money.
As an app developer, having to eat an ever increasing Mac hardware cost upfront may push people like me to just focus on Android.
gruez 54 minutes ago [-]
You think the situation is better on Android? The margins for Android OEMs are even thinner.
meindnoch 31 minutes ago [-]
Hold on! Even people like you?
Omg. Going short AAPL 10x leverage!
robertoandred 54 minutes ago [-]
Except you only need to eat that hardware cost once a decade.
resters 1 hours ago [-]
Expect this trend to continue -- firms have delayed price adjustments to avoid retaliation from Trump as doing so would draw attention to Trump's many inflationary policies.
Now all of the businesses who use Apple products as an input are more likely to raise their own prices, etc. This is how inflation happens across the economy. Trade war leads to price increases on Apple's inputs, Apple has to raise prices, etc.
gchamonlive 1 hours ago [-]
As much as I despise trump's administration, isn't this more because of AI farms pressure onto the semiconductor forges?
resters 56 minutes ago [-]
You're right it's not only trade policy, but I think most of the fab contracts on current models were already negotiated and Apple ate $3.3B of tariffs as a COGS increase (delaying passthrough avoids spotlighting tariff-driven inflation). Increasing DRAM prices are a factor, but would not be a 20% BOM price increase at all (much less on the total price) for most of the impacted devices. The magnitude and the simultaneous across-the-line timing look more like margin recovery than a component passthrough.
api 1 hours ago [-]
One of my 2024 predictions was that Trump would push through the biggest tax increase in history, and that his anti-tax base would cheer it. (Deficit spending doesn't exist and tax increases aren't tax increases if a Republican is in office.)
I thought the scenario would be "we're going to abolish income tax and implement a national sales tax or VAT!" but then the abolishing of income tax part never happens and we just get income tax plus national sales tax plus VAT.
Instead he did it with tariffs. Don't know if it's the biggest tax increase in history but it's pretty sizable, and of course it's regressive.
Scroll_Swe 47 minutes ago [-]
My pre-built desktop PC is as cheap today as last year at the same store...
Dont get the panic. :)
bazzmt 2 hours ago [-]
"Apple has increased the price of MacBooks and iPads by about 20 per cent worldwide, one of the broadest price rises in its history, as the iPhone maker blamed memory chip shortages caused by the AI infrastructure boom."
Rendered at 17:03:45 GMT+0000 (Coordinated Universal Time) with Vercel.
However painful these price hikes are, and they are painful, it is worth remembering that computing has become incredibly ubiquitous and cheap.
That's... quite the choice of words there
It's the same sort of optimization that drives behaviors where corporations feel no need to contribute to open-source projects. The same projects that enabled those very corporations to exist.
your phone doesn't even need mention (whatsapp request the full contact list from the OS every minute. nobody knows that. google play service usea your phone as a WiFi scanner etc)
your browser churn proof of work every site you visit. cloudflare now probably waste more power than btc (and they don't save your site from bota, only set the bar at bots-willing-to-pay-to-run-canvas-fingerprints or something)
You run OpenCode with Big Pickle on it with decent performance. So you can even vibe code on it for free.
I've got access to a couple newer laptops, but they just dont stack up to the old one.
Linux with X11 runs on SBCs like the Raspberry Pi Zero, Orange Pi, etc and outputs to a monitor over HDMI.
So even though chasing trends and always 'needing to buy' whatever new model Apple pumps out is idiotic, let's also not shill for big corporations.
We shouldn't! (Well, Americans shouldn't, anyways.) Americans used to spend almost a quarter of our disposable income on food, now it's more like an eighth.
https://reason.com/2025/11/27/thankfully-we-dont-have-to-spe...
Are you sure you are not comparing top 10% back in time vs median worker now? Because people make much, much more nowadays in real terms across all deciles.
Truck drivers making $80k a year and home most nights is pretty common.
Today smartphones, laptops and the internet are the base currency of the digital world - theres a reason Apple is so wealthy
https://danluu.com/input-lag/
You could buy an m3-ultra with 512GBs of unified memory at around $ 14'000 3 years ago, and that's with the already insane nonsense Apple memory markup. As a reference, the same model with 96GB costed $ 3'999. 2'000, 3'000 $ more for the 512GB model? Okay... But 10?
Furthermore, you're lucky if you can get that 3 year old machine at 25'000 $, used! Let alone they haven't even provided a similar machine for two gens.
So essentially we're going both _backwards_ and more expensive, year after year, with zero signs of any reversion till the end of the decade.
Ffs, my colleagues brand new m2 had half the ram of my 2011 MBP. 12 years later!
This is absolute madness we have never seen.
In December Best Buy had a $1999 configuration of the M5 MacBook Pro on sale for $1749 and I scooped one up. Now that model is $2199. I suspect I could sell the computer I've been using for 6 months at a profit, which is just bizarre. But then of course it would cost a lot if I wanted to replace it.
I feel bad for people locked out right now, since it's become more interesting and important than ever.
At the time it seemed wasteful, but I'm happy to report that I'm putting it all to use now.
This ram/storage ai datacenter bullshit is bullshit, we are going to spin up these massive datacenters and someone is going to invent a way out of the current thinking before half of them are even built.
What's the over/under on apple spinning up their own fabs for their own needs in the consumer market? It seems almost suicidal to not start trying to take on that part of their vertical.
Darn close to 0%. They generally go after multiple manufacturers for a part rather than trying to become a manufacturer themselves.
They are trying their decades-old playbook of funding creation of new factories. The problem is the manufacturers are already neck deep in trying to expand out capacity, and the demand/price increases likely weakens both of Apple's negotiating factors (guaranteed sales and a source of capital to build out the facility).
What's worse is that this is probably going to get worse. My angel investment group is getting inundated with pitches that amount to building an RX-6000 with 96GB of RAM and installing a local model to do "thing X".
So even if the OpenAI's of the world stop trying to use up all the RAM, you're going to have thousands of start-ups pushing local models.
Or, this could just be a convenient excuse to get even more margin.
I’m guessing they are doing their best to maintain margins. I don’t know what Apple’s cash chest has these days but it’s always been enormous.
But they don’t score points in the stock market by having cash on hand. They do get points for operating margin.
The same spec machine I got yesterday is now $2800 more.
I'm on an M2 Max and looks like I'll be holding onto this thing for a few more generations.
I wanted a Studio, but if I was going to get a Studio, I'd get something older because they crippled the current models.
I have an M2 Max, as well, and I wonder what I could get for it on resale... or maybe I should just keep it.
Just bought a MacBook Air that I didn't need to hedge in case my current laptop breaks down. Won't be buying it at the higher price.
It's just component suppl and that supply is being eaten up and re-diverted to data centers. Prices and availability will be in poor shape. Though I am wondering if GPU compute and memory start to diverge enough that AI companies begin using such specialized chips they stop threatening consumer devices. Maybe that's just wishful thinking.
In the 2010s this became less so with the ramp up of cloud computing, mobile computing, and death of Moore’s law. Now personal computing is a footnote that generally takes the left overs from mobile or server and will continue to get squeezed due to lack of meaningful market demand.
Prices must come down not because AIs switch to accelerators - they still need huge amounts of ram for inference* AND training - but because if RAM isn’t a pricing cartel then supply will increase.
* Technically there’s at least one company I know of burning models into ASICs but you still need the RAM to store the weights. SRAM is too power and heat heavy but RAM will only get a reprieve if Cerebras pans out and given OpenAI is the company that partnered with them and then cornered the DRAM market it suggests there’s challenges scaling that approach.
Dont get the panic. :)
ryzenn 9800x3d 32GB ram 9070xt
about 2k
> M5 MacBook Air - $949.00 (now $1,299.00 at Apple)
M5 MacBook Pro - $1,549.00 (now $1,999.00 at Apple)
https://www.macrumors.com/2026/06/25/beat-apples-price-hike/
They don't have much choice but to phase out Intel support, but they absolutely can make the choice to extend support for anything they make themselves, and they may well judge that deciding not to abandon support for the more price-sensitive to tide them over is worth the extra engineering cost.
I personally will work on the assumption one more price rise is coming this year.
I suspect you cannot simply sprinkle AI functionality through an OS and manage the difference between unified and non-unified VRAM without noticeable tradeoffs.
The marginal impact of adding some tiny amount of foundational model use to an existing app function is very different between the two.
More so if you want to augment some existing functionality with model use, more so still if you were going to replace some functionality with model use (which I suspect is not yet happening).
You could do it if you were not concerned about surfacing the RAM/VRAM implications to the user through seemingly arbitrary clashes (worse graphics performance or not being able to use the GPU to process some video because you have the larger foundation model loaded, or an AI function refusing to run because another task has booked a lot of VRAM).
But Apple tend to be concerned about surfacing that sort of internal concept. Going forward with Apple Silicon alone means a bunch of questions like that simply don't come up.
I’d like to not upgrade until they offer OLED on the Air (I use it solely as a travel machine), but I might be waiting for a while…
I fully expect the air to last me at least another 6 years or so for my use case. The thing is a beast.
Compare this to a Dell laptop I bought when I started college, that thing was 850 dollars and died on me within 3 years. For Apple, I could justify spending more (maybe even 20% more) considering both Apple computers I’ve had feel extremely fast. The only reason I dropped the 2019 MBP was battery fatigue (and I probably could have repaired it for 100$ and gotten another 3-4 years out of it. But the new air was just too attractive).
I owned a cheesegrater 2019 Mac Pro. Up until the introduction of the Apple Silicon Mac Pro (which I was eagerly watching for because in my upstairs office where I had not got to redoing the insulation after buying my home, the thermal output of the Xeon and everything in it were excessive), in June 2023, Apple had not changed the prices of anything - you would still pay 2019 prices for a 2019 processor, 2019 prices for memory ($3,000 for 160GB of socketed RAM), 2019 prices for SSD and video.
(b)? I'll give you that, so it's not "new models launch with a price hike", it's "new models launch at comparable prices (to the old models which just got a price hike".
More realistically, though, I'm surprised they didn't eat it up until new releases when they often increase prices. All the current models will be gone in a year and they'd probably barely notice that. Perhaps they've been eating it up for the past year or two and push came to shove.
There may be an element here where announcing new hardware at a 30% higher price would largely make the latter the focus point, so instead they chose to take the hit of the price hikes separately.
also, apple is a luxury brand first and foremost.
Now their sales will go down as a result of the failed planning. But more importantly lost once in a lifetime opportunity to corner the entire personal computer market
Oof. That and October delivery. I wonder if the intent here is basically just to signal to the market where the M5 Ultra Studio is going to start.
This is just the new normal.
What's rare is that this is a price adjustment on existing shipping models, without a corresponding new model. I remember them doing price drops with a few Intel Macs in 2023, but otherwise the only example that comes to mind is the original iPhone.
While it wasn't a strict price decrease it was an improvement to the base model. The 24GB m3 air I bought a few months earlier would've been cheaper due to that if I held off for a few more months. Now w/ the price hikes the price I paid is now cheaper than buying a 24GB m5 air.
A base-config 2028 MBP could be running local LLMs at a level unthinkable today.
Honestly Jassey, Zuck and Tim Apple are prob on the phone with Donnie. If oil companies are “gouging,” what is 85% margins on memory, threatening the whole bull run and raising compute, Killing AI, and raising iPhone/computer pricing? Countdown to DOJ antitrust case is ticking.
To be clear: I understand how markets work, Im just quoting Donald Trump's tweet from yesterday calling oil companies gouging, and I predict government intervention and polital pressures regardless of economic realities.
These decisions play out on the order of trillions of dollars and 3+ year horizons. They're also incredibly sensitive to other geopolitical issues (Taiwan, issues with Chinese tech capability vs export/import controls, etc).
There are a lot of valid discussions to be had about how we got to this state of oligopoly: Taiwan's consistent sponsorship of its semiconductor capabilities and the subsequent concentration of technology (expertise, capacity, etc), the lack of investment/support (and ceding of technical leadership) in Western countries, the various rivalries with China and the implications of it becoming a first-class producer of semiconductors at scale, etc. None of those discussions and none of their potential outcomes can substantively change that we're going to continue in this situation (massive price increases, spotty availability, etc) for at least the next 18-24 months.
It is a very risky business, overestimate demand by too much and you go bankrupt. And yes, it is hard, especially HBM. Fabs are scaling up, but it is hard to estimate demand in 2029, and it may be better to not overshoot.
They also need to get in line to buy ASML EUV tooling, and ASML has to deal with scaling for their suppliers as well. There are tons of bottlenecks and complexities.
It is a commodity in that there are standards, not that there are many firms that can hit the standards.
This isn't gouging, this is bidding on fixed quantities and bidders having a high willingness to pay. Think of it like an auction.
Antitrust =/= gouging. Jacking up prices during a shortage (eg. electric generators just before a hurricane) might be considered gouging, but it doesn't fall under antitrust. It's just supply and demand.
https://www.micron.com/us-expansion/ny
https://www.micron.com/us-expansion/id
The first Idaho project is starting soon: "Micron has already achieved key construction milestones on its first Idaho fab with DRAM output scheduled to begin in 2027."
Micron executives, who typically offer cautious projections about the boom-bust memory business, said on their earnings call that “tight conditions” will persist beyond 2027. Just three months ago, they had projected tight conditions going only beyond this year.
In an interview Wednesday night, Micron Chief Business Officer Sumit Sadana said the company couldn’t make investments during the memory market’s last downturn, when Micron’s gross profits went negative, in part because certain customers took advantage to pay rock-bottom prices.
“We told a couple of the customers who were being very aggressive with pricing at that time that this is not constructive,” he said, without naming Apple, adding that low prices discouraged capital investments. “A lot of the industry investments got shut down in 2023 because of really poor pricing and really poor margins.”
The iPhone-maker is well known for using its huge memory and storage purchases as leverage to secure the lowest prices, say analysts and former memory company executives.
Maybe instead of antitrust the US could go back to tariffs, the universal cure for high prices.
https://www.asianometry.com/p/the-semiconductor-bust-still-c...
Omg. Going short AAPL 10x leverage!
Now all of the businesses who use Apple products as an input are more likely to raise their own prices, etc. This is how inflation happens across the economy. Trade war leads to price increases on Apple's inputs, Apple has to raise prices, etc.
I thought the scenario would be "we're going to abolish income tax and implement a national sales tax or VAT!" but then the abolishing of income tax part never happens and we just get income tax plus national sales tax plus VAT.
Instead he did it with tariffs. Don't know if it's the biggest tax increase in history but it's pretty sizable, and of course it's regressive.
Dont get the panic. :)